Critic Jonni

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will.i.am Featuring Justin Bieber - #thatPOWER

05 November
Critic Jonni
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Literally didn't know what to review today, so I let my iTunes pick by playing all my songs on random, this one came up and I was like, okay. I am slightly surprised I haven't reviewed this yet. It was released after the awesome collaboration with Miss Britney Spears on "Scream & Shout". It worked well. will.i.am becomes robotic whilst Justin Bieber is a hologram in a futuristic take during the music video of "#thatPOWER".

will.i.am is quickly becoming a household name, if he isn't already. Definitely one of the leaders in the music industry, his real name is William Adams. He has worked with some of the biggest stars, and his own band, the Black Eyed Peas, are embedded in history as one of the biggest groups. There is really no stopping will.i.am and I cannot wait to see where The Voice UK coach ends up. Collaborating on this track is Justin Bieber, another high-profile male artist, with various hits under his name just like will.i.am. Such a massive collaboration, it's no wonder this song did so well. It was written by William Adams, Damien Leroy, and Justin Bieber.

Directed by Ben Mor, and filmed in Japan, the video features will.i.am as a robotic dancer, Justin Bieber as a hologram and there are appearances from Japanese dance group World Order.

There is an alternative music video available to watch alongside this one through Shazam. This additional video has no audio; it is supposed to give you an alternative viewing experience by allowing you to view it alongside this one so you can notice the differences.

As a whole, it's an innovative idea, definitely futuristic, which makes it quite clever since the music video is futuristic.

The dancing is on point throughout, we expect nothing less from will.i.am. However, I find it very unfortunate that Justin Bieber wasn't there in person. The hologram makes him look dead or something, suggesting he never made it to the future. The dancing is occasionally out of sync, but it can be forgiven since they are subtle.

World Order are amazing in their scene. Defying dancing as we know it and managing to easily stun us throughout.

There's not a lot else to comment on. This is totally interesting from start to finish, and it feels like it's part of a bigger picture. There's just something missing, there should be a more expansive narrative. Nothing continues the video on, it's hard to understand what is going on.

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Formed in 2012, this blog started off as a music video review blog, but has turned into so much more.

Created by Jonathan Currinn, promoting himself in any way possible. Currently writing for The Coffee Lounge, Outlet Magazine and CelebMix, he is taking every opportunity as it comes, and is prepared to turn this into his career.